Under the Dryer: The Posh Business of Hair

How much do we really know about the hair extensions we purchase to give ourselves a fresh new look each month? As one can presume, the business of hair is lucrative and is constantly evolving to suit the needs of the growing market of women from different ethnicities who apply rows of extensions daily. The Under the Dryer team sat down with Orlando-based creators of the Posh Loxx Premium Quality Hair, Brigitte Gordon and her daughter Satique Hodges. By explaining her product line, Gordon enlightened us on the business aspect behind the creation and distribution of hair extensions. "What makes our line different is that, unlike most of our competitors, all our products are not only processed and wefted by hand, but are made from 100 per cent human hair with no synthetic fillers or dyes," she explained.

Gordon, who is a chartered accountant by profession, resigned from her company to start her hair business. "One day it just hit me just how much I spent on purchasing hair for my daughters per year. Finally I got so frustrated with cleaning up all the hair that they shed around the house, I decided to do some investigating on how to create a better and more cost-effective product," shared Gordon. She then went to a training seminar with Hodges, a graduate of the Paul Mitchell School of cosmetology, to learn more about hair extensions.

Though both were familiar with hair products and styling, the process alarmed them. According to their research, some hair manufacturers not only acquire the hair by questionable means, but process and package the product with misleading information. One of the first things they discovered was that many brands that are legally allowed to label their products as 100 per cent human hair actually use synthetic fillers. Another alarming discovery was that not all non-synthetic brands are human. (please insert picture of Yak here) Virgin Yaki Hair, for instance, is actually extracted from herds of Yak (an animal from the cow family that lives in the hills of Asia). The belly of the animal produces several inches of thick black hair that is processed and dyed in a variety of colours to meet the growing demand for hair extensions. Another popular belief is that all hair labelled as Peruvian or Malaysian is produced in the named countries. Gordon challenged readers to pay closer attention to the labels, as they may be surprised that the hair was either made in China or India. Gordon stated that this explains why the pricing index for products labelled '100 percent human hair' ranges so significantly -- from affordable to a luxury item.

The Posh Loxx Premium Quality Hair, like most 'Grade A' Remy hair extensions, last for at least a year once it is taken care of. "A client of mine has even had her extensions for almost two years without any damage or signs of shedding," shared Gordon. The hair can also be curled, washed, oiled, bleached and coloured like your natural hair. She went on to share that "the line is only three years old and the first two years were primarily for research and development to prefect the product."

How is Posh Loxx Sourced?

The Posh Loxx Premium Quality Hair directors use Grade A and Grade B human hair from India, China and Russia. The Indian hair in particular is collected during the Hindu religious ceremony of Tonsuring. Thousands of women gather in Southern India to cut their hair as an offering to Lord Venkateshwara as a sign of gratitude and respect. According to a report done by Times of India, in 2007 Tirumala Tirupati Devasthanams sold human hair worth 450 million Indian rupees. Their Chinese distributors also get hair from women who willingly cut their hair for cultural or economic reasons. "The Russian hair we get is hair that is naturally blonde," explained Hodges.

How is Posh Loxx manufactured?

Once the hair is purchased in bundles, the small company processes then wefts the hair for consumer production. Their personalised service, which is now exclusively offered in Jamaica at the House of NeahLis on Ardenne Road, also includes services such as custom colour blending and texture blending.

What is next for Posh Loxx?

Currently the product is wefted and can be applied by bonding, sewing or clipping in the extensions. It can also be purchased in bundles, which may allow stylists to apply the hair in a variety of ways. The company currently has its sights on expanding the business to the Caribbean and broadening its span in North America.

How can I purchase Posh Loxx?

Posh Loxx Premium Quality is currently distributed in Jamaica by Lisa McIntosh-Aris of the House of Neahlis. It can also be purchased directly from the company via their website.

Contact Information:

House of Neahlis

19 Ardenne Road

Kingston 5

Telephone: 820-7210/ 927-8199

E-mail: poshloxx@yahoo.com

www.poshloxx.com

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